Let’s do better next time, Reebok.
It’s a quarter to 11 on this Friday morning.
I’m sipping a Grapefruit Celsius and finalizing these thoughts I just put together after receiving an email from Reebok about a new shoe they’re releasing.
They’re not Nike, but they’re no popup bodega either, so I expect their copy to hit hard.
So when I read this email campaign that they sent out a couple of days ago, with the headline ‘Running Reimagined,’ I winced and muttered not-so-nice words.
Unless the shoe allows you to levitate like Chris Angel or run sub-4-minute miles, the word ‘reimagined’ is cliché, overused, and should really only be reserved for extremely innovative breakthroughs.
So, Reebok, if you’re reading this—and I know that you are—I’m going to rewrite this subpar email with a bit of panache and flair so that it’ll move more units.
So Reebok’s email reads:
Headline: RUNNING REIMAGINED
Body: It’s easy to get into high gear with an all-new sneaker that’s lightweight with Floatride energy foam and enhanced cushioning. Coming 4/4.
Body #2: Beaded TPE foam performs better, while the unique Zig shape allows for maximum energy return.
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Reading this is like being in a muggy room filled with two dozen people on a summer evening, sipping lukewarm beverages while all the windows are closed and jeopardy’s playing in the background.
Before we get into a better way of writing it, let’s be aware of the main USP of this shoe: Spring Zig Geometry.
At the heel of the shoe are tightly-wound coils, presumably more than one, and if I had to guess, they add to the runner’s stride with additional explosive lift and oomph.
Let’s let the headline revolve around this.
So rather than ‘Running Reimagined,’ let’s go with something that emphasizes the explosiveness. After rummaging through some words associated with explosiveness, ‘charge’ and ‘fuse’ come to mind.
I think ‘charge’ has more practicality here and greater depth (how far can you stretch the word ‘fuse’?), so let’s run with it.
With ‘charge,’ you think of electricity and advancing forward, so let’s use both.
Alright, got it.
The headline is going to read: CHARGE AHEAD
Playing off the word ‘charge,’ the body will read:
Body: With super-responsive, tightly-wound coils in the FloatZig 1, explode through that extra mile in our all-new breathable, low-impact runner. Coming 4/4.
Body #2: Minimize stress on joints and bones with supportive Floatride energy foam, while the breathable, lightweight mesh upper keeps you cool and wicks away moisture.
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Now, let me play devil’s advocate to what I wrote.
While I think it’s certainly better, overly highlighting the shoe’s USP gears it more towards serious athletes.
Which isn’t everyone; this copy may actually deter people from buying.
However, near the footer of the email is an absolutely shredded man with impressive calves and biceps running in the exact same shoe.
Again, which isn’t everyone.
If I had to guess, Reebok is playing it safe in the attempt to move the most units possible.
Alas, when it comes to playing it safe, not having an edge may cost you.
Eh, but what do I know.
— George
